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Saint MBA565 midterm




Question;1. You are in charge of all marketing;activities in North America for the Italian luxury sports car manufacturer;Maserati. Maserati has just introduced a new model that will be competing;directly against well-known luxury sports cars such as Porsche, Ferrari;Jaguar, and BMW. How would you position the new Maserati model? How would you;establish and support this positioning strategy?;Note: Although Maserati equals competitors' performance and design, it is a;small company and has less money than competitors for promotion. (Points: 100)3.A large international rental car company decides to develop a customer;retention program. The program's goal is to motivate its heavy users to;continue being loyal to the company by offering them appropriate incentives.;Create a marketing research plan to help the company design the retention;program. Specifically, you need to identify;Why this program is important.The type of information the company needs to;design the retention program.Where to get this information.1.;Question 2. 2.A pharmaceutical manufacturer followed sales representatives;in the field to observe some 150 interactions between sales reps and;physicians and support staff. They watched sales reps approach the doctors;how they got around their gatekeepers, how they delivered their brands?;messages, and so forth. These observations led to improvements in training;new reps.;In what category of research would this study fall? Provide advantages and;disadvantages of this category of research. What would be the next step in;the marketing research process? (Points: 100)


Paper#47095 | Written in 18-Jul-2015

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